Beverage Dynamics July-August 2020 | Page 18

quality and rarity , but it is not the only factor at play ,” says Rachel Barrie , whisky hall of famer and master blender at BenRiach , The GlenDronach and Glenglassaugh . “ Location ( whether in a valley , on a hill or by the sea ), the geography , fermentation , distillation and type of oak used all play a part in creating quality and flavor . Interestingly , non-age-statement whiskies allow a master blender to experiment more with the whisky stocks , and the outcome can be high quality single malt Scotch whisky with a distinctive expression of character .”

Another factor behind age statements disappearing is the sheer lack of stock . As the brown spirits boom spreads worldwide , many brands do not possess enough aged product to satisfy consumer demand . Instead , companies have released innovative , high-quality blends that help put new bottles onto retail shelves . Consumers do not seem to mind one way or the other . “ You can argue both sides of this issue , but the relative success of non-age statements proves that consumers aren ’ t completely fixated with numbers ,” says says Jim Brennan , SVP of marketing at Edrington Americas . “ Our Glenrothes Whisky Maker ’ s Cut has been a really pleasant success for us . As for blends , I think this year we will see some good innovation and The Famous Grouse ’ s Cask Series will lead the way . I predict we will see some growth in the category .”

LEADING BRANDS OF CANADIAN WHISKEY , 2014-2019

( Thousands 9-Liter Cases )

FB = Foreign Bottled ; USB = U . S . Bottled .

18 Beverage Dynamics • July / August 2020 www . beveragedynamics . com